JIM AITCHISON, an Australian, has worked in Asian advertising for twenty years, most recently as Executive Creative Director of Singapore's Batey Ads. His many awards include those for work he wrote in Chinese. He is now a full time author. His books Cutting Edge Advertising and Cutting Edge Commercials have become international best-selling titles. He has lectured on advertising creativity for leading companies including ABN AMRO Bank, Mercedes-Benz, Procter & Gamble, Prudential, Reader's Digest and Singapore Press Holdings, and conducts creative workshops for advertising agencies. He also writes children's books and humour.